What Scandorama does

Scandorama is a Swedish packaged-tour retailer (paketresebolag) operated by Maxli Travel Group AB on behalf of Swiss tour operator Riis Reisen AG. Founded in 1980 and headquartered at Amiralsgatan 20 in Malmö, the company sells guided group tours to Swedish leisure travelers, primarily mature consumers seeking structured European travel with a dedicated tour leader ("Scandoramaguide"). The product portfolio centers on bus tours (Rundresor med buss) and flight tours (Rundresor med flyg) across 27 European countries, supplemented by river cruises (Flodkryssningar on the Rhine, Danube, Seine, Moselle, Holland canals) and themed sub-products including concert trips, wine tours, hiking tours, and seasonal Christmas/New Year packages. Pricing ranges from approximately 1,995 SEK for weekend trips to over 20,000 SEK for extended multi-week tours, with unit-based per-person pricing and optional cabin upgrades and excursions.

The underlying technology stack is modest: a proprietary booking platform called BusProNet handles reservations and customer account management, supported by Google Analytics for site analytics and a weather widget; no public APIs, SDKs, or developer integrations are exposed. Distribution combines direct-to-consumer channels (website, telephone sales Monday-Friday 09:00-16:00, printed catalog, email newsletter, Facebook) with B2B resellers (Resia, Ticket) and free pickup connections from 37 locations across southern Sweden along the E4, E6, and E22 corridors. Ancillary infrastructure includes the Poängjakten loyalty program, Presentkort gift cards, and the Mina Sidor customer portal. Revenue is generated primarily at point of booking through package tour sales, with deposits and final payments collected prior to departure, and travel guarantees arranged through Kammarkollegiet. No funding rounds, acquisitions, or leadership transitions are disclosed, and the company remains a privately held subsidiary within the Riis Reisen AG group.

Name

Scandorama

Legal name

Maxli Travel Group AB

Website

https://scandorama.se

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Guided Package Tour Services

NAICS

Tour Operators (561520), Travel Agencies (56151), Scenic and Sightseeing Transportation, Water (48721)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Escorted Coach & Bus Package Tour Operators (THAKADAA)

akta.pro secondary industries

Luxury Multi-Day Tour Operators (THAKADAE), Multi-Activity & Expedition Packages (Guided Adventure Trips) (THAJABAL), Package Tour Wholesalers (Pre-Packaged FIT/Group Programs) (THAKAJAC)

Keywords

• Guided package tours
• European bus tours
• River cruise packages
• Group travel Sweden
• City break holidays

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Package Tour Sales: Scandorama generates revenue by selling package tours (charter/bus tours and flight tours) to European destinations. Tours include transportation, accommodation, meals, and a Scandoramaguide (tour leader). Pricing is per person based on double occupancy, with single room supplements and optional add-ons (e.g., canal tours, concerts). Revenue is recognized at the point of booking, with deposits and final payments collected before departure.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Scandorama is a Swedish travel agency that sells guided package tours across Europe, combining bus or flight transportation, hotel accommodation, meals, excursions, and a dedicated Scandoramaguide (tour leader) into all-inclusive offerings. Core product lines include bus round trips, flight-assisted tours, and river cruises, with themed sub-products (concert, wine, hiking, Christmas market, flower, and New Year trips), city breaks, weekend trips, and long-stay vacations, all departing from Sweden.

Product overview

Scandorama is a Swedish packaged travel company (paketresebolag) operated by Maxli Travel Group AB as a retailer for Riis Reisen AG. The company offers a unified portfolio of guided bus and flight tours across Europe, organized into two primary product lines: (1) Rundresor med buss (bus tours) and Rundresor med flyg (flight tours) as the core transportation products, and (2) Flodkryssningar (river cruises) as a maritime complement. Within and alongside these core products, themed sub-products extend the portfolio including Konsertresor (concert trips featuring artists like André Rieu), Vinresor (wine tours to European wine regions), Vandringsresor (hiking tours to destinations like the Dolomites and Amalfi Coast), and seasonal offerings such as Julmarknadsresor (Christmas market trips), Adventsresor, Julhelgsresor, and Nyårsresor. City and weekend breaks (Storstadsresor, Weekendresor) and long-stay vacations (Långsemester) serve distinct duration needs. Ancillary services include a loyalty program (Poängjakten), gift cards (Presentkort), and a printed/digital catalog. The company also provides a customer portal (Mina Sidor) for account management and booking retrieval. All trips are accompanied by Scandoramaguiden (tour guides) and include free connections from 37 departure points in southern Sweden.

Differentiator

Problem solved

Functional benefit

Products and services

• Rundresor med buss (Bus Tours)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and regular.

• Riis Reisen AGcoreStrategic or Co-development PartnerRiis Reisen AG (Schneitstrasse 24, CH-6315 Oberägeri, Switzerland) is the underlying tour operator and arranger of all Scandorama package tours. Maxli Travel Group AB (Scandorama's Swedish entity) acts as retailer and intermediary on behalf of Riis Reisen AG. Riis Reisen AG is also the data controller for personal data processed under the Scandorama brand. [email protected]
• SijFa Cruises (MS Otello, MS Carmen)coreTechnology or IntegrationSijFa Cruises is a Dutch, family-owned cruise line operating river cruise ships MS Otello and MS Carmen. Scandorama uses MS Otello for Holland river cruise packages. The ship was fully renovated in 2018, refreshed in 2023, and operates under SijFa Cruises' fleet (SijFa Cruises B.V., Sluisweg 10, NL-6581 KA MALDEN).
• Austria Trend Hotel Ananas (Vienna)regularOthersScandorama uses Austria Trend Hotel Ananas as the primary hotel for Vienna-based tours. The hotel is centrally located, approximately 10 minutes' walk from Maria Hilferstrasse and approximately 2.5 km to St. Stephen's Cathedral and the historic city center.
• Scandlines (Rødby-Puttgarden ferry)regularTechnology or IntegrationScandlines operates the ferry connection between Rødby (Denmark) and Puttgarden (Germany) used by Scandorama for bus tours traveling to/from continental Europe.
• Stena Line (Gedser-Rostock ferry)regularTechnology or IntegrationStena Line operates the ferry connection between Gedser (Denmark) and Rostock (Germany) used by Scandorama for bus tours traveling to/from continental Europe.
• Resia (Swedish travel agency)regularChannel Partner/ Reseller/ DistributorResia is a Swedish travel agency that distributes Scandorama package tours. Customers booking through Resia submit personal data directly to the agency, which may then share anonymized booking information with Scandorama for confirmation purposes.
• Ticket (Swedish travel agency)regularChannel Partner/ Reseller/ DistributorTicket is a Swedish travel agency distributing Scandorama package tours. Customers booking through Ticket submit personal data directly to the agency, which may then share anonymized booking information with Scandorama for confirmation purposes.

Scale indicators2 records

Direct peers

• Ving (Ving Sverige): Ving is the largest Nordic charter tour operator, offering package holidays with flights, accommodation, and guided experiences from Sweden. Highly comparable to Scandorama in customer demographic (mature Nordic travelers), guided tour format, and bundled pricing, though Ving is significantly larger in scale and flight-focused.
• Fritidsresor: Fritidsresor is a TUI Nordic subsidiary offering charter package tours from Sweden to Mediterranean and long-haul destinations. Directly comparable in offering structured package holidays to Swedish consumers with similar demographic targeting and bundled tour-leader service.
• Apollo (Nordic): Apollo is a Nordic charter tour operator offering package holidays, city breaks, and themed tours from Sweden, Norway, and Denmark. Comparable to Scandorama in targeting leisure Nordic travelers with guided group travel products and similar pricing tiers.
• Star Tour: Star Tour is part of the Ving/TUI group, offering charter package holidays from Sweden. Comparable in core business model of bundled travel with tour leader support, though with a stronger flight-based orientation than Scandorama's bus-led offering.
• Solresor: Solresor is a smaller Swedish charter tour operator offering package holidays, particularly to southern European destinations. Comparable to Scandorama in targeting Swedish leisure travelers with bundled tour packages and similar demographic focus.
• Sembo: Sembo is a Nordic online travel agency offering package tours, city breaks, and accommodations across Europe. Comparable to Scandorama in serving Swedish leisure travelers, though with a more OTA-led, less guided-group model.
• Detur: Detur is a Nordic charter tour operator focused on Turkey, Greece, and Mediterranean package holidays from Sweden. Comparable in offering bundled package tours to Swedish consumers, though with narrower geographic focus than Scandorama.

Broad incumbents

• TUI Sverige: TUI is the world's largest integrated tourism group, with TUI Sverige covering flights, hotels, cruises, and package tours from Sweden. Comparable as an overlap in package tour offerings, though TUI operates a much broader portfolio at significantly larger scale.

Regional players

• Resia: Resia is a Swedish travel agency chain distributing package tours (including Scandorama's products). Comparable as a Swedish travel distribution channel serving similar consumers, though Resia operates as a multi-brand retailer rather than an operator.
• Ticket (Swedish travel agency): Ticket is a Swedish travel agency chain distributing package tours including Scandorama. Comparable as a Swedish travel distribution channel serving similar leisure traveler demographics, functioning as a multi-brand retailer rather than tour operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Scandorama
• LinkedInlinkedin.com/company/scandorama

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Scandorama